Sears Builds on Success of Softer Side Advertising Campaign: New Creative Asks Customers to 'Take Another Look'
HOFFMAN ESTATES, Ill., Sept. 11 /PRNewswire/ -- Sears, Roebuck and Co. (NYSE: S) today introduced new creative for its successful "Softer Side of Sears" advertising campaign that launched the company's turnaround by highlighting its renewed focus on women's apparel. The new version of the Softer Side campaign, which includes print and broadcast ads, invites customers to "Take Another Look" at the fashions available at Sears. Departing from the puns that played Sears reputation for quality hardlines against its revitalized apparel offerings ("I went in for a DieHard and found something drop dead."), the new ads juxtapose vintage-like footage of women in old, outdated fashions with today's sleek styles. The play on words and images, "Whatever happened to those house dresses, my dear? Ooh, thank heavens they've changed through the years...," builds on the humor, playfulness and femininity expressed in the first Softer Side ads. "The Softer Side of Sears campaign achieves our key marketing objectives -- it changes customers' perception of Sears, drives traffic into the stores, and demonstrates Sears commitment to offering customers stylish and relevant women's apparel," said Arthur C. Martinez, chairman and chief executive officer of Sears. "Now the challenge is to build greater loyalty with our customer and reinforce Sears position as a destination place for apparel that fits her lifestyle." Reinforcing Sears commitment to serving its primary customer -- a woman age 25 to 54 with a moderate household income, family and home -- this campaign builds upon and personalizes Sears invitation to "Come See the Softer Side of Sears" by illustrating that Sears has more than fashionable apparel -- it has the right apparel for her. Developed by Young & Rubicam New York, creators of the original Softer Side campaign, the new ads -- three 30 second spots -- will premiere during the Emmy Awards on Sunday, September 13. The first print ads will appear in October issues of women's general interest publications and fashion magazines. "Our customers have told us they identify with 'The Softer Side of Sears' as a brand in itself -- one they trust for quality and strong values," said John H. Costello, senior executive vice president of marketing at Sears. "By enticing customers to take another look, we're reenergizing the message that Sears is constantly changing, always updating, and continuing to surprise the customer." The new advertising enables Sears to maximize the impact of the Softer Side success and demonstrate the company's ongoing efforts to reinvent and transform its apparel program to stay relevant with the customer. During the last five years, Sears has aggressively pursued strong national brands and also has developed private apparel brands that differentiate Sears from its competitors. Since turning its focus to apparel, Sears has signed on national brands such as Vanity Fair, Trifari, Sag Harbor, and Leslie Fay. New private brands that have driven significant incremental sales for the company include Classic Elements casual wear, Apostrophe and Laura Scott career wear and Crossroads casual apparel. In addition, Sears began offering several national brands sold exclusively at Sears, including First Issue, a Liz Claiborne company, a line of updated career wear for women; and Circle of Beauty cosmetics. Sears, Roebuck and Co. is a leading U.S. retailer of apparel, home and automotive products and related services. More information about Sears is available at the company's website at www.sears.com.
SOURCE Sears, Roebuck and Co.
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